Hi Meeting 2

Dr Zulhamri Abdullah (PhD, Cardiff, UK)

Timbalan Pengarah
Pusat Inovasi Keusahawanan & Pembangunan Pelajar
Pensyarah Kanan
Jabatan Komunikasi, FBMK
UNIVERSITI PUTRA MALAYSIA

Knowing You, Knowing

Me
Professional
Academic
BA in Public Relations (UKM)
Master in Organisational

Communication (UPM)
PhD in Professionalisation of
Public Relations (Cardiff, UK)

Senior Lecturer in Corporate

Communication,
University Putra Malaysia

Deputy Director,

Centre of Co-curriculum,
UPM
Council Member,
Institute of Public Relations
Malaysia.
Member ,
European Public Relations
Education & Research
Association, Germany.
Member,
International Association of
Corporate Marketing
Studies, United Kingdom

CONTACT DETAIL
*Consultation hours: TUE 2.00-5.00PM

(preferably by appointment)
Room no: B 029, Jab Kom, FBMK
Room TP Pusat Inovasi * (often here)
TEL: 03-8946 8775 / 8525
*EMAIL: zulhamri@fbmk.upm.edu.my
WEBSITE: www.fbmk.upm.edu.my/~drzulhamri

EVALUATION (PJJ)
Assignment 1 20%
Assignment 2 30%
MID TERM EXAM
20%
FINAL EXAM
30%
Note: Attendance is compulsory (80%

requirement)

EXAMINATION
MID-TERM EXAM:
OBJECTIVE/SUBJECTIVE
FINAL EXAM:
OBJECTIVE/SUBJECTIVE
Recall questions; multiple choices; true & false
The question based on understanding,

reasoning, application, and synthesis.

General knowledge is strongly needed

OBJEKTIF KURSUS
1. menerangkan konsep dan fungsi

komunikasi kepemimpinan dalam

sesebuah organisasi.
2.menerangkan kepentingan ciri-ciri
komunikasi kepemimpinan dari segi
penyeliaan, pelatihan, dan karisma.
3.menjustifikasikan strategi komunikasi
kepemimpinan yang berkesan dalam
organisasi.

SINOPSIS
Kursus ini membincangkan konsep, teori dan

fungsi komunikasi kepemimpinan dalam

organisasi; gaya kepemimpinan;
kepemimpinan berkarisma; komunikasi
pelatihan; kepelbagaian organisasi; teknologi
komunikasi; strategi komunikasi
kepemimpinan; dan cabaran dalam
kepemimpinan.

CONTENT OF COURSE
1.

Concept, theory and functions of leadership

communication

2.

Organizational theories: a perspective of

leadership

3.

Leadership styles

4.

Executive coaching

5.

Leaders as change agents

 6.

Managing leadership communication strategy

7.

Building and Leading High-Performing Teams

8.

Strategic Internal Communication

9.

Strategic External Relations

10.

Emotional Intelligence & Cultural Literacy

6 Managing leadership
communication strategy
Establish a clear communication purpose
To inform transferring facts, data, or information
To persuade convincing clients to do something
To instruct instructing clients in a process

Develop your communication strategy

Effective communication requires a communication

strategy
Analyze your audiences
Who is your primary audience? What do they expect?

How do they feel?

Strategic
Objectives

Spokesperson

Feedback

Messages

Media/
forum

Audience

Timing

7 Building and Leading

High-Performing Teams

Building an effective team

Establishing team work processes
Managing the people side of teams
Handling team issues and conflict
Helping virtual teams succeed

Performance
Results

Skills

Problem
solving
Technical
function
Interpersonal

Mutual

Accountability

Individual
Small number
of people

Specific goals
Common approach
Meaningful purpose

Collective
Work Products

Commitment

Personal
Growth

Source: Katzenbach, J. R. and Smith, D. K., (1993). The Wisdom of

Teams, Boston: Harvard Business School Press.

Chapter 8 13

8 Strategic Internal Communication

Educate employees in the company vision and

strategic goals

Motivate support for companys strategy

Encourage higher performance and discretionary

effort

Limit misunderstandings that may damage

productivity

Align employees behind companys strategic

objectives and position them to help achieve them

Supportive
Management
Targeted
Messages

On-going
Assessment

Effective Media/
Forums

Wellpositioned
Staff

9 Strategic External Relations

Developing an external relations strategy
Building a positive corporate image
Working with the news media
Handling crisis communications

High
Analysts
Media

Importance

Customers

Competitors
Government agencies
Partners

Low

Difficulty of reaching

High

10 Emotional Intelligence & Cultural Literacy

Emotional Intelligence is the ability to identify and manage

emotions in ourselves and in others.

Understanding emotional intelligence (EI)

Appreciating personality differences
Improving interactive skills, such as

Non-verbal communication
Listening ability
Effective delivery of feedback

Developing an approach to cultural literacy

Defining culture
Using a cultural variables framework

Context

Information flow

Equality
Youve got
mail.

Language
Time

Power

References
Textbook:
*Barrett, Deborah J. (2006). Leadership communication. Boston:
McGraw-Hill Irwin.
2. Chemers, Martin M & Ayman, Roya. (1993). Leadership theory and
research: Perspectives and directions. San Diego: Academic Press,
Inc.
3.Dubrin, Andrew. J. (2004). Leadership: Research findings, practice
and skills. New York: Houghton Mifflin Co.
4.Hassan, Abdullah & Mohd, Ainon. (1998). Komunikasi untuk
pemimpin. Kuala Lumpur: Utusan Publication.
5.Witherspoon, Patrick D. (1997). Communicating leadership: An
organisational perspective. Boston: Allyn and Bacon.
6. Zulhamri Abdullah. (2007). International Corporate
Communication. Kuala Lumpur: Prentice Hall.

DESCRIPTION OF ASSIGNMENTS
Pelajar diminta membuat tugasan akademik mengenai Komunikasi Kepemimpinan

berdasarkan deskripsi tajuk berikut:

Pilih SATU tajuk sahaja.
Tajuk 1
How to become a good leader?: A communication perspective.

ATAU

Tajuk 2
The importance of executive coaching: Improving organisational excellence

ATAU

Tajuk 3
Building and leading high-performing teams in a service corporation

 Nota:

Tugasan ini hendaklah dilakukan secara individu.

Setiap tugasan bertulis mestilah tidak lebih daripada 10 muka

surat sahaja.

Tugasan yang dibuat mestilah mengandungi sekurang-

kurangkannya 5 buku rujukan, artikel jurnal dan/atau rujukan yang

berkaitan.
Sila rujuk Piagam Tugasan di laman web pensyarah

www.fbmk.upm.edu.my/~drzulhamri bagi menyempurnakan

tugasan yang cemerlang

Tugasan 1 mestilah diserahkan pada 30 Januari 2008. Markah

akan ditolak jika kelewatan menghantar tugasan.

DESCRIPTION OF ASSIGNMENTS
TUGASAN 2 (30%)

Anda adalah seorang pegawai kanan yang sedang berkhidmat

di Unit Strategi Komunikasi di sesebuah organisasi

berorientasikan perkhidmatan. Anda diminta oleh majikan
untuk menjayakan kempen keselamatan jalan raya.
Sila jawab soalan-soalan berikut:
Apakah fungsi, peranan dan tugas seorang pemimpin dalam

menjayakan kempen tersebut?

Apakah gaya kepemimpinan yang perlu dipamerkan untuk
menjayakan kempen tersebut?
Berdasarkan teori kepemimpinan, bincang dan aplikasikan satu
teori kepemimpinan bagi menjayakan kempen tersebut?

 Nota:
Tugasan ini hendaklah dilakukan secara individu.

Setiap tugasan bertulis mestilah tidak lebih daripada 15 muka

surat sahaja.

Tugasan yang dibuat mestilah mengandungi sekurang-

kurangkannya 10 buku rujukan, artikel jurnal dan/atau rujukan

yang berkaitan.
Sila rujuk Piagam Tugasan di laman web pensyarah

www.fbmk.upm.edu.my/~drzulhamri bagi menyempurnakan

tugasan yang cemerlang
Tugasan tersebut mestilah diserahkan pada 5 Mac 2008. Markah

akan ditolak jika kelewatan menghantar tugasan

DESCRIPTION OF
ASSIGNMENTS

GROUP ASSIGNMENT: SMALL GROUP

PROJECT/SEMINAR
A must have:
Academic writing : technical text author/year
(e.g. journal article); footnotes (optional)
- References (APA system/equiv.); the more
references you have, the more credible the
text you produce. (Sources: journal articles;
books etc)
- 12 Times font; double spacing; A4 paper
(refer to Piagam Projek).

Example:
In Malaysia and Singapore,

communication campaigns have always

been aligned with intercultural
harmony (Sriramesh & Vercic, 2003).
A case study by Cummings and
DeSanto (2002) revealed that in the
1960s, the International Public Relations
Group of Companies failed to convince
their local and national clients in Asia,
especially in Japan.
Technical/science text NOT in short
form; bhs pasar; story/cerpen
Paraphrase the sentences NOT copy

ASSIGNMENT MARKING SCHEME

Assignments will be assessed based on four key criteria
(COPS) as follows:

Marking Criteria

1.
2.
3.
4.

Content
Organization
Presentation
Style

Total:

Marks
30
30
20
20
100%

ASSIGNMENT MARKING
SCHEME(2)
Content
Well focused; rigorous arguments/analysis; outstanding knowledge of and use of evidences;
relevant
supporting academic materials and real world examples; and excellent use of direct quotations.

Organization
Great mapping strategy guiding the readers; a clear introduction including a thesis
statement (main ideas/key points); a main body clearly divided into sections; and
excellent use of sub-headings and linking devices.
Presentation
Clearly presented with attention to detail of the conventions of the title page, bibliography,
appendices, &
overall layout; excellent referencing system; excelent use of appropriate vocabulary and gramatical
structures; and able to demonstrate appropriate length with excellent spelling and punctuation.

Style
Excellent attention paid to a particular style demonstrated throughout; outstanding insights with
high
quality and innovation; and overall consistency of the style addressed throughout.

THANK YOU FOR LISTENING!

GOOD LUCK IN YOUR FINAL EXAM